Telecoms case study
Campaign A
Campaign B
Variance vs the client's own traditional survey scores
Decrease in product ideation time
Of distinct customer segments surfaced from a single session
Replaces a 4-week traditional focus group study
The challenge
The campaign that landed flat
Self-fixers
41%
Messaging test
The targeting question
Broad appeal failed to convert customers
"Broadband you can count on" tested fine everywhere but won nowhere. The team suspected a sharper, narrower message would convert better, but they needed evidence to understand what message would resonate with which audience
Speed of Ideation
Months to validate while the idea went cold
The company needed to find better messaging and had a small window to pivot, before the start of their campaign season. Traditional agency research usually takes months, and by the time results come back, the messaging would be too late to implement
What they did
They turned to Electric Twin to put every message in front of every segment, in one session
In a single session, the team ran their messaging against three customer types. Each group responded differently, and the team saw not just which message won, but why
PROPOSITION TESTING AT SCALE
Results that matched the real thing
Using Electric Twin, the team could put multiple propositions in front of change to each customer segment at once, something traditional fieldwork was never able to deliver
They saw which message landed with each group, and the impact it would have on converting the winning segment into a paying customer
CUSTOMER SEGMENTATION THAT MATTERS
We surfaced three segments in one session
The insight
Each customer segment came into focus — their attributes, their behaviours, and which message resonated most with them
The worst performing message
“Broadband you can count on”
The message appealed to the customer segment who were reliability-focused
They are loyal, prefer talking to a person, and were hesitant to switch providers
The largest group, but won’t pay a premium and won’t switch, high volume, low value
The best performing message
“Instant diagnostics”
The slogan appealed to instant-diagnostic self-fixers
They value technical empowerment, and focus on ease of use and diagnostics support
Smaller, but will pay a premium, and critically will switch to get it
The neutral performing message
“Easy home setup”
The message appealed to the customer segment who are least budget-conscious, but not the primary decision-maker in the household
No strong preference either way, neither a barrier nor a driver for the proposition
→ The learning: Reliability is becoming table stakes. Every provider claims it, so it can’t differentiate. The winning segment is smaller in numbers, but the more commercially attractive target: they’ll pay a premium, and they’ll switch to get it
Head-to-head
DIMENSION
Instant answers, in seconds. Get an answer the moment it comes up
Up to 96% accuracy scored against traditional studies, based on holdout tests conducted on customer-validated data
Ask, analyse and dig deeper without leaving the session
The team owns the analysis and can run research on demand
The verdict from the room
"Survey results delivered a minute too late are worthless. We need answers at decision-making speed"
Business Insights Lead
Global telecoms brand
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